Lifestyles of Dads - UK - October 2013
“Today’s dads’ involvement in children’s lives will influence the attitudes of the next generation of parents and will shape their views on parenting and family life. Companies and brands play an instrumental role in painting a picture of what it means to be a father in modern Britain, especially considering shifting household dynamics and the increasing diversity of family types.”
Ina Mitskavets, Senior Consumer and Lifestyles Analyst
Some questions answered in this report include:
- What role do dads assume in their families?
- Is university education slipping off parents’ radar?
- What motivates dads to encourage their kids’ extracurricular interests?
- Do fathers use social media and technology to bond with their kids?
The younger generation has been particularly affected by the troubled economy, which means that parents continue worrying about their children’s futures. Fathers are especially likely to equate children’s future prosperity with going to university and getting a good job. Parents encourage their kids to take up a variety of extra-curricular activities in order to expand the options available to them once they leave the parental home.
This report examines how fathers’ hopes for the future of their dependents drive their encouragement of interests outside of the school syllabus. The report also looks at the growing influence of social media and the internet on parenting habits, research and purchases, as well as how dads use social media sites to interact with other parents and brands.
The following demographic breaks are referred to throughout this report:
Traditional family: two married or cohabiting adults, living with their biological or adopted children aged 0-18
Single dad: a father who is not married or cohabiting with a partner, living with children aged 0-18
Blended family: two married or cohabiting adults, living with their biological or adopted children aged 0-18, with at least one child from a previous relationship (either the respondent’s child or the respondent’s partner’s child)
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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